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Redirect marketing funds

Before we even consider spending, as has been suggested, another $500,000 on a marketing program, we as stakeholders need to press our POA board and general manager for a thorough review and evaluation of our current program.

To date we have already spent almost $1 million since our marketing program’s inception in 2012. Our marketing budget for this year calls for an expenditure of $493,160; 2015 proposed is $508,000; and 2016 proposed is $534,450.

The return on our present investment of almost $1 million is being reported in a variety of ways, none of which seems directly related to the actual growth of [the Village].

Web clicks, media inquiries, visitor center volume, and consents to contact are a few of the metrics used to measure the success of our program. Trade shows attended, a golf outing booked, and a claim of 36 home sales are also touted as progress.

With the national economy and general real estate market in a current slump, it appears our marketing effort is not only ill-timed, but misdirected. Our own new resident surveys indicate that the vast majority of newcomers learn about the Village through a friend or relative, not via the internet.

Rather than expect our marketing department to work a miracle, we could reallocate marketing funds to investment in amenities, repair and maintenance of our infrastructure, and general sprucing up of what we have. Shifting our focus to building up [the Village] would empower our most effective sales force, our property owners, to promote the Village to friends and relatives nationwide. When market conditions improve, the Village could be in first-class condition and ready to launch a marketing campaign.

Building and home sales are sluggish, and lot inventories are increasing. Unless we request a change, we can surely expect future increases in dues and fees, as well as cuts to services.